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eMarketer Webinar: Key Digital Trends for 2014

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eMarketer Webinar: Key Digital Trends for 2014

  1. 1. December 12, 2013 Key Digital Trends for 2014 Presented by: Noah Elkin Principal Analyst Sponsored by: ©2013 eMarketer Inc.
  2. 2. Agenda: eMarketer sees four key trends affecting digital marketing in 2014  No. 1: Mobile moves to the center of the multiplatform landscape  No. 2: New demands accelerate marketing to the point of instant interactions  No. 3: “Always-on commerce” turns shopping inside out  No. 4: Always on means always social Twitter Hashtag – #eMwebinar ©2013 eMarketer Inc.
  3. 3. Mobile Moves to the Center of the Multiplatform Landscape ©2013 eMarketer Inc.
  4. 4. In a digital landscape defined by an ever-expanding number of screens … Smartphones Phablet Phablets Wearable Wearable Technology Technology Social Machines Social Machines Connected Consoles Connected Consoles Ambient Surfaces Ambient Surfaces Connected Cars Connected Cars ©2013 eMarketer Inc.
  5. 5. … mobile devices have moved to the center Smartphones Connected Wearable Consoles Connected Consoles Wearable Technology Technology Connected Cars Connected Cars ©2013 eMarketer Inc.
  6. 6. There are quantitative and qualitative measures for this shift Momentum in daily time spent is all with mobile as desktop usage plateaus ©2013 eMarketer Inc.
  7. 7. Mobile advertising continues to accelerate as well Regions outside the US will see even higher growth rates, but from smaller bases ©2013 eMarketer Inc.
  8. 8. Mobile’s advance can be measured using other proxies besides time and money Another indicator is smartphone sales to end users, which continue to rise at a brisk pace worldwide Twitter Hashtag – #eMwebinar ©2013 eMarketer Inc.
  9. 9. Shifting usage patterns around mobile aren’t limited to the US In many emerging markets, mobile devices function as internet users’ first screen ©2013 eMarketer Inc.
  10. 10. Mobile advertising still lags other channels but marketers see mobile phones and tablets as increasingly important ©2013 eMarketer Inc.
  11. 11. Focusing on the gap between time and dollars spent with mobile can be limiting ©2013 eMarketer Inc.
  12. 12. Behavioral survey data is only starting to capture the role of mobile devices as “the remote control” for our home lives ©2013 eMarketer Inc.
  13. 13. Mobile devices have also moved to the center of people’s work lives Bring-your-owndevice (BYOD) policies have become common, further eroding the already narrow divide between home and work ©2013 eMarketer Inc.
  14. 14. New Demands Accelerate Marketing ©2013 eMarketer Inc.
  15. 15. Automation: One key to greater marketer agility, especially on the advertising side US in the lead: It will account for 63% of all programmatic ad spending in 2013, declining to 52% in 2017 as the rest of the world catches up Twitter Hashtag – #eMwebinar ©2013 eMarketer Inc.
  16. 16. Marketers anticipate that increased velocity will yield a host of benefits Engagement is as important a driver as efficiency and effectiveness ©2013 eMarketer Inc.
  17. 17. Cross-device marketing is another key piece of the puzzle Spending is up more than 50% from 2009–2011 levels ©2013 eMarketer Inc.
  18. 18. Smarter use of data will help marketers respond faster—and better—to business challenges Don’t just focus on Big Data; think about shifting emphasis to “Smart Data” ©2013 eMarketer Inc.
  19. 19. One outcome: Integration between channels is increasing Marketing campaigns are becoming more interdependent across channels as well ©2013 eMarketer Inc.
  20. 20. The pressure to accelerate will continue across the marketing spectrum ©2013 eMarketer Inc.
  21. 21. ‘Always-On Commerce’ Turns Shopping Inside Out ©2013 eMarketer Inc.
  22. 22. Even if consumers aren’t consciously shopping, they are shopping nonetheless “Smartphone use is more or less continuous. [It] doesn’t say anything about whether the use has anything to do with shopping, but it does mean that [it has] a large part of the consumer’s mind share during that shopping mission. The shopping trip starts earlier and ends later than it used to.” —Nick Hodson, partner at Booz & Co. ©2013 eMarketer Inc.
  23. 23. In other words … … shopping is about state of mind as much as intent and physical location ©2013 eMarketer Inc.
  24. 24. The impact of this pervasive “shopping state of mind” has only begun to be reflected in commerce sales forecasts Twitter Hashtag – #eMwebinar ©2013 eMarketer Inc.
  25. 25. The mobile shift is further along in more digitally advanced markets like the UK Mobile:  24% of retail ecommerce sales in 2014  35% in 2017 ©2013 eMarketer Inc.
  26. 26. Tablets may generate far higher on-device sales … Tablets tend to be used at home when consumers are in lean-back mode ©2013 eMarketer Inc.
  27. 27. … but smartphones play a privileged role in driving always-on commerce Smartphones serve as the fulcrum between digital and physical retail ©2013 eMarketer Inc.
  28. 28. The smartphoneled, always-on commerce dynamic is apparent everywhere, but particularly so in Asia-Pacific ©2013 eMarketer Inc.
  29. 29. For example: The highest percentage of internet users to say they primarily make purchases via mobile were in China and India ©2013 eMarketer Inc.
  30. 30. Being always in consideration mode means staying attuned to ads and offers ©2013 eMarketer Inc.
  31. 31. The next battleground will take place on the fulfillment front Retailers will vie to deliver physical goods purchased online as quickly and conveniently as consumers order them ©2013 eMarketer Inc.
  32. 32. Always On Means Always Social ©2013 eMarketer Inc.
  33. 33. Social networking is the glue that binds the experience of multiple device usage ©2013 eMarketer Inc.
  34. 34. Growth in social networking is most evident on the mobile devices that unite the device landscape Twitter Hashtag – #eMwebinar ©2013 eMarketer Inc.
  35. 35. The big shift: People no longer wait until the next day to have conversations around the water cooler ©2013 eMarketer Inc.
  36. 36. Simultaneous media consumption is most evident among young users—for now Expect greater participation in the viewing of TV programs via social platforms accessed on mobile devices— regardless of age group ©2013 eMarketer Inc.
  37. 37. Assume the percentage of consumers who “just” watch TV will continue to drop ©2013 eMarketer Inc.
  38. 38. 2014: The year marketers master the art of engaging media multitaskers via social This will be reflected in social’s growing share of digital ad spending ©2013 eMarketer Inc.
  39. 39. Marketers have a new imperative to insert themselves into the conversation “We want to be wherever the consumers are. It’s no longer digital marketing. It’s marketing in a digital world now.” —Eric Gruen, digital brand manager for North America Fabric Care at Procter & Gamble ©2013 eMarketer Inc.
  40. 40. Takeaways  2014 will be the year marketers and sellers reckon fully with a world of “always on” consumers.  With always-on consumers potentially always available to be engaged with, marketers will need to accelerate their messaging. – Otherwise, they risk losing the moment to someone or something else.  Social media will serve as the glue that links the experience of multiscreen usage. – Advertisers’ tentative experiments with social will become more confident in the coming year. Twitter Hashtag – #eMwebinar ©2013 eMarketer Inc.
  41. 41. These trends create three new imperatives for marketers Understanding each customer as an individual. Creating a system of engagement that maximizes value creation at every touch. Designing your culture and brand so they are authentically one. © 2013 IBM Corporation
  42. 42. These imperatives require blending the science with the art of marketing Science the study of the physical and natural world, especially by using systematic observation and experiment Marketing the business activity of presenting products or services in such a way as to make them desirable A necessary combination in today’s rapidly evolving global marketplace Source Encarta World Dictionary © 2013 IBM Corporation
  43. 43. IBM continues to build out an industry leading portfolio of technologies to enable marketers 43 © 2013 IBM Corporation
  44. 44. IBM provides role based solutions that are modular, integrated, and have multiple entry points Digital marketers Digital Marketing Real-Time Personalization E-commerce professionals Customer relationship marketers Omni-Channel Engagement Omni-Channel Marketing Real-Time Personalization Merchandisers and sales planners Pricing Promotion, Product Optimization Understand | Engage | Manage Customer Analytics © 2013 IBM Corporation
  45. 45. IBM is committed to help Marketing organizations transform and build new capabilities  Address CMO’s needs systematically and for the long term  Educate and influence CIOs and CEOs to help improve marketing Smarter Marketing  Explain and escalate CMO’s IT agenda and needs  Setting marketing standards through robust technology  Providing best practices, market insight, and benchmarks www.rethinkyourcustomer.com/marketing © 2013 IBM Corporation
  46. 46. Q&A Session Key Digital Trends for 2014 Learn more about digital marketing with an eMarketer corporate subscription Around 200 eMarketer reports are published each year. Here are some recent ones you may be interested in:  Key Digital Trends for 2014  UK Mobile and Tablet Users: Q3 2013 Forecast and Comparative Estimates Noah Elkin You will receive an email tomorrow with a link to view the deck and webinar recording. Sponsored by:  Programmatic Advertising: Forecast and Future Growth Trends  Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop  Social Media Advertising: Seven Trends for 2014  Mobile Advertising in Retail: Tracking the Changing Purchase Path To learn more: www.emarketer.com/corporate 800-405-0844 or webinars@emarketer.com ©2013 eMarketer Inc.